The Kraken enters the RTD category

14 February, 2020 by Andy Young

The Kraken Black Spiced Rum is joining the RTD category, with the launch of two flavours, which are available now to order from wholesalers.

Australia is the first market in the world to launch the RTDs – The Kraken & Cola and The Kraken & Dry – with the brand saying the launch has come in response to strong consumer demand.

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Amanda Scarlett, The Kraken Senior Brand Manager, said: “The Kraken Black Spiced Rum is one of the fastest growing spiced rum brands in the world and the premix will open up more drinking occasions for Kraken drinkers.

“Our drinkers have been asking for a premix for a while now, so we know it will be well received in this convenient format as it hits shelves around the country from February 2020.”

The drinks are being made in Australia and The Kraken said that they have been specially formulated for the Australian palate.

Scarlett added: “We undertook extensive research amongst our target audience to make sure we got the flavour profiles and the proposition just right. Everything about The Kraken is distinctive – its name, its packaging, its design and especially its flavour – so it was important the premix stayed true to the brand and matched in character and appeal.

“It has been expertly paired with Dry and Cola in the right ratio so consumers can enjoy the premium bar-quality serve at home.”

The Kraken’s distinctive bottle design has influenced the design of the 330ml serves, with both flavours coming in glass bottles designed to make a bold statement.

The premix will retail at $27 for a four-pack and will be stocked nationwide in off premise outlets including IBA banners and state-based independents, as well as BWS and Dan Murphy’s.